AR had often been used for simple, somewhat throwaway branded experiences. I wanted to explore a different approach.

Education seemed like the perfect place to start. And this led to the idea for WHAT GOES IN?

A T-shirt given to school children by the NHS to promote a smoke-free lifestyle. On the front, a charming illustration of healthy lungs — showing how things should look.

But as soon as they went to the Smokefree website and launched the WHAT GOES IN? experience, something happened.

Playing on kids' fascination with anything a little bit gross, they would see their insides right in front of their eyes. Heart pumping. Lungs moving in and out.

And then we showed them the icky, bad stuff that smoking does to their amazing insides.

A simple little experience. Built to teach a big lesson.